The TV advertising markets of the CEE region comprising 14 countries grew by 1.7% (excluding Russia) in 2015. In absolute terms, the CEE region TV NAR shrunk from €6,301m in 2014 to €5,236m in 2015 equating to -16.9% drop. The Russian TV ad market has declined significantly for a consecutive year, decreasing its relative size in the CEE region by 21 percentage points to a 39% share of the CEE TV ad market in 2015. The next three largest CEE markets: Turkey, Poland and Czech Republic together accounted for 44% of the total market in 2015, increasing their position by two percentage points from the previous year. The fastest growing market in 2015 was the Czech Republic (9.3%) and the slowest was Lithuania (0.8%), excluding Russia.

There has been a range of performances in the diverse group of the 14 CEE countries in 2014. The majority of the countries noted a positive growth (10 out of 14) with the highest growth rate achieved by Hungary. Four of the ten markets contracted in 2014: Ukraine, Slovenia, Bulgaria and Lithuania. As in the previous years, the top three largest markets were: Russia, Turkey and Poland. The smallest markets were the Baltics: Estonia, Latvia, and Lithuania. This market monitor focuses on the current trends in TV ad markets of Central and Eastern Europe, highlights changes in the TV landscape across the region and provides the ground for potential growth.

2013 was yet another difficult year for TV advertising in Central and Eastern Europe. As a result of ongoing economic uncertainties and lack of consumer confidence, TV net advertising revenue (NAR) declined in 9 out of 14 countries covered by IHS. Although 2014 will be an easier year for most of the region, two countries (Slovakia and Ukraine) will struggle to generate growth in TV NAR. This market monitor summarises the current trends in TV ad markets of Central and Eastern Europe, highlights changes in the TV landscape across the region and provides the ground for potential growth.